Having been helping estate agents in the UK launch and grow their businesses since 2018, and working with prominent brands such as eXp and Keller Williams, as well as numerous other brands throughout the UK. During this time, I have spoken to hundreds of estate agents, both on calls and while attending industry events, and each time, the same questions come up:
“Paul, how do I actually get better at digital marketing?”
To answer this question and help you, here are the five most significant digital marketing mistakes I see UK estate agents making, along with how to avoid them.
Mistake #1: Ignoring Local SEO
This is the big one. If you’re not showing up in local search, you’re missing out on the hottest leads in your patch.
Think about it: when a homeowner is ready to sell, what do they do? They Google “estate agent near me.” If you’re not in that map pack, you’re invisible.
Here’s how to fix it:
- Google Business Profile – Keep it up to date, add fresh photos, and ensure your hours and contact details are accurate.
- Local keywords – Use the names of your town, villages, and neighbourhoods naturally on your website and in blogs.
- Citations – Get listed on local directories and reputable sites—consistency matters.
- Reviews – Don’t treat reviews as an afterthought. Aim to collect them every single month. They build trust and directly impact your visibility.
One more thing: AI tools like ChatGPT and Google’s new “AI Overview” pull from map pack data. That means your Google and Bing listings aren’t just important now; they’re essential for future-proofing your business against AI-driven search.
Mistake #2: Treating Social Media Like an Afterthought
Many agents either ignore social media or treat it as a shop window for listings. That’s a mistake.
Social platforms are where people get to know you. They’re where you showcase your personality, knowledge, and connection to the community.
A few ways to do this better:
- Content that educates and entertains – Mix up your posts to keep your audience engaged—property tours, quick market updates, tips for sellers, success stories.
- Engage, don’t just broadcast – Reply to comments. Answer DMs. Show people you’re listening.
- Be part of the community – Share local events, spotlight local businesses, support local charities. It builds trust and familiarity.
Social media isn’t just about “look at my latest listing.” It’s about proving you’re the go-to agent in your area.
Mistake #3: Not Using Proper Landing Pages
Here’s one I see all the time: agents send all their ad traffic to their homepage—big mistake.
Your homepage isn’t built to convert. A landing page is. It’s designed to do one thing really well — capture a lead.
What makes a great landing page?
- A clear call to action – e.g. “Book your free property valuation today.”
- Proof and reassurance – Add testimonials, success stories, and stats.
- Simplicity – Clean layout, high-quality visuals, and short, punchy copy.
If you’re running ads (Google, Meta, wherever), you need landing pages that actually turn clicks into conversations. Otherwise, you’re just wasting ad spend.
Mistake #4: Weak Follow-Up and Poor CRM Habits
You’ve worked hard to generate a lead — don’t let it slip away.
Too many agents either don’t follow up quickly enough or rely on scraps of paper and inbox chaos to manage their pipeline. That’s where business gets lost.
Here’s how to tighten it up:
- Speed matters – Follow up fast. Ideally, the same day.
- Segment your leads – buyers, sellers, and landlords— they all require different approaches.
- Utilise your CRM effectively – Keep it up to date. Set reminders. Automate what you can so no one falls through the cracks.
In this industry, relationships are everything. A solid follow-up process can be the difference between winning an instruction and losing it to a competitor.
Mistake #5: No Consistent Content Strategy
Content builds authority. It keeps you visible. It makes people trust you before they’ve even met you.
The problem? Most agents either post randomly when they remember… or not at all.
The fix is simple: create a content calendar. Decide in advance what you’ll post and when. Then stick to it.
Mix it up with things like:
- Blog posts – Local market insights, how-to guides, tips for sellers/landlords.
- Videos – Property tours, “day in the life,” local area highlights.
- Infographics – Bite-sized market stats people can share.
Consistency is what turns content into a brand asset. Show up regularly and you’ll stand out.
Final Thoughts: How to Win in the Digital Property Market
Here’s the truth: digital marketing doesn’t work if you only ever use it to pitch.
Mix it up. Sometimes send people to a lead-gen landing page. Other times, just share valuable insights, local updates, or even something fun that shows you’re part of the community.
The key pillars are:
- Branding – Be consistent everywhere so people instantly recognise you.
- Community – Get involved. Support local businesses. Be visible offline and online.
- Communication – Reply quickly, whether that’s through DMs, emails, or chatbots.
When you do all this together, digital marketing stops feeling like a chore and starts working like a growth engine.
That’s how you stand out, win instructions, and build a brand that lasts.
Frequently Asked Questions
What are the top mistakes estate agents make with digital marketing?
The top 5 mistakes estate agents make with digital marketing are using ineffective targeting, neglecting their online presence, failing to utilise data analytics, not utilising social media, and not adapting to changing trends.
Why is targeting important in digital marketing for estate agents, and how does it impact PPC campaigns?
Targeting is essential because it allows estate agents to reach the right audience, increasing the chances of converting leads into clients. Ineffective targeting can result in wasted time and resources.
How can estate agents improve their online presence?
Estate agents can improve their online presence by creating a professional and user-friendly website, optimising their content for search engines with local SEO practices, and utilising social media to connect with potential clients.
Why is data analytics important in digital marketing for estate agents?
Data analytics provides valuable insights into the behaviour and preferences of potential clients, allowing estate agents to adjust their strategies and improve their overall marketing effectiveness.
How can estate agents utilise social media in their digital marketing efforts?
Estate agents can utilise social media by creating a strong and consistent brand image, sharing valuable content, engaging with their audience, and utilising paid advertising options to reach a larger audience.
How can estate agents adapt to changing trends in digital marketing?
Estate agents can adapt to changing trends by staying up-to-date on the latest strategies and techniques, experimenting with new platforms and tools, and continually analysing and adjusting their approach to stay ahead of the competition.
Need help? Find out about my Content Marketing services and how we can help you.
